material matters

Flexon Flexes for 25

Amy Spiezio

Aproprietary eponym is the phenomenon of a brand name becoming a noun used to describe all items of its nature, such as Band-Aids or Kleenex. In the optical industry, Flexon has come to represent all flexible materials, not just the eyewear launched by Marchon in 1988. “We are really experts in this field, we have the original recipe. We used to say we’re like Coca-Cola because it’s true, the original recipe is still secret so no one can use it. We are using the same producer that we were using in the beginning, so it’s really the original memory metal,” says Annamaria Rizzato, vice president - global collections for Marchon.

Utilizing Japanese materials and technology, Flexon frames are light, strong, and comfortable in styles for men, women, and children. The titanium alloy is resistant to high temperatures, so the metal has memory that comes back to its original shape after bending. “We changed the market because no one was expecting something like that. It’s such a strange and interesting thing, and now whenever we show how we can bend the metal people say, ‘Wow! That’s impossible!’” Rizzato says.

Going into its 25th year, Flexon is aiming for expansion. “We are evolving our product offering toward a little younger consumer, 45-plus with tech savvy. They know the fashion brands, but they are not interested. They want something with added value and they want something smart, and Flexon is smart by its definition,” Rizzato says. Adds Lauren Makofske, global brand manager - global collections, “It’s great for women with children, it’s definitely a mom-friendly frame.”

The fun nature of the material keeps Flexon fresh with consumers over time, notes Rizzato: “Whenever they touch it and play with it, it’s still surprising.” FB

History Lesson

1962: The Navy discovers Nickel Titanium while developing heat shields for missles

1984: A group of metallurgists commercialize the memory alloy, heading into eyewear after one of them ran over his Ray-Bans with a mountain bike

1986: Nakanishi Optical develops first generation memory metal eyeglass, selling it to Marchon

1988: Marchon signs a global license agreement to commercialize what was developed as “Flex Eyewear” and launches Autoflex

1997: Flexon Kids launched

1998: Flexon co-brands with Nike

2003: 600 Series launched

2011: Flexon revamped

2013: Flexon’s 25th anniversary